Every Student your library ™ Strategic Marketing for School Library Media Centers

WELCOME! FacilitatorFacilitator HandoutsHandouts Page 1

This workshop’s goals… To learn marketing terminology and processTo learn marketing terminology and process To use some new toolsTo use some new tools To brainstorm and share ideasTo brainstorm and share ideas To have the framework for a marketing effort in your schoolTo have the framework for a marketing effort in your school

Half-Day Workshop Agenda Workshop introduction (10 min.)Workshop introduction (10 min.) Process introduction (20 min.)Process introduction (20 min.) Identification of SLMC materials and services and the benefits the users gain (30 min.)Identification of SLMC materials and services and the benefits the users gain (30 min.) Table teams follow steps and build a sample campaign (1 hour)Table teams follow steps and build a sample campaign (1 hour) Teams share (30 min.)Teams share (30 min.) Q&A (15 min.)Q&A (15 min.) Page 4

Rationale for Marketing Why marketing? It is a process that any organization must complete from time-to-time to be sure:It is a process that any organization must complete from time-to-time to be sure: –it is still serving its customers/users –customers/users are aware how their needs are met Why now? Budget shortfalls and information technology advances call into question the role and value of the school library media centerBudget shortfalls and information technology advances call into question the role and value of the school library media center Page 5

Before the wrong decisions are made … School library media specialists must: Become advocatesBecome advocates Reveal the link to student academic successReveal the link to student academic success Tell the story in an honest and compelling wayTell the story in an honest and compelling way

ALA, AASL and 3M Programs and Materials To make your job easier: Campaign for America’s LibrariesCampaign for America’s your library™ your library™ brand Helpful tips, tools, examples, guidesHelpful tips, tools, examples, guides Other resources: ALA, AASL, 3MOther resources: ALA, AASL, 3M Page 6 & Appendix

The Key: Linking the school library media center and specialists to student academic success. What are some of our major challenges in MN?

Four Steps of Marketing Customers/Users Met Needs Unmet Needs 1. User and Market Research Customer Needs Customer View 2. Strategic SLMC Plan Vision and Mission Goals & Measures Materials/Services & Customer Benefits 3. Promotional Campaign Messages Vehicles Campaign Implementation 4. Deliver Materials and Services Delivery Evaluation Adjustments Page 7

Status inventory – 5 minutes Page 9

A Look at the Steps… Step 1: Brainstorm --Users and identify their needs Step 2: Select one user to address at your table Step 3: Brainstorm –Materials, services and benefits Step 4: Turn benefits in your library” msgs Step 5: Identify the vehicles to carry the messages Step 6: Schedule a 3 year campaign Step 7: Identify resources Step 8: Identify evaluation methods

Steps 1-3 Brainstorm: 30 minutes #1 SLMC users (as group) #2. Their needs #3. Materials and services of the SLMC #4. Benefits received by user #5Sticky wall Quick reports

Key Terminology Users: the people who use the SLMCUsers: the people who use the SLMC Influencers: the people who decide on the role, funding and operations of the SLMCInfluencers: the people who decide on the role, funding and operations of the SLMC Catalysts: the people who act to sustain and extend the SLMCCatalysts: the people who act to sustain and extend the SLMC

Step 1: Users and their Needs (LG) Brainstorm #1 Brainstorm #2 Who are the users that your SLMC serves? Who needs to know about how you serve those users? What are the needs of these users? Page 17

Using Sticky Walls One wall per teamOne wall per team Place to display, arrange, re-arrange, add, delete, combine ideasPlace to display, arrange, re-arrange, add, delete, combine ideas Work at your tablesWork at your tables Work in front of the walls (standing, sitting)Work in front of the walls (standing, sitting) Manage your timeManage your time Labels listLabels list Recommended layout provided for stepsRecommended layout provided for steps Time frames provided for stepsTime frames provided for steps Select for each table:Select for each table: –Facilitator –Recorder for final product, other useful ideas –Presenter Everyone helpsEveryone helps

Sticky wall arrangement for Step 1 UserNeed User 1Need Labels Examples User 2Need User 3Need

Step 2: Selecting the Focus Which user group will your table team focus on?Which user group will your table team focus on? Will you narrow your focus to a sub-group, e.g., ninth grade students, curriculum specialists, certain board committees, etc.?Will you narrow your focus to a sub-group, e.g., ninth grade students, curriculum specialists, certain board committees, etc.?

Step 2: Selecting the Focus Criteria for selecting a group LargeLarge Central to missionCentral to mission Under-using the SLMCUnder-using the SLMC Have influence on fundingHave influence on funding Receive less than adequate servicesReceive less than adequate services Page 16

Step 3: Materials/Services and Benefits Brainstorm #3 Brainstorm #4 What specifically does the SLMC offer to the user? –Learning and teaching –Program administration –Information access and delivery delivery How do the users benefit from what the materials and services? Page 26

Sticky wall arrangement for Steps 2-3 UserServiceBenefit Need 1ServiceBenefit Labels Examples Need 2ServiceBenefit Need 3ServiceBenefit (leave space)

Quick Team Reports On which user are you focusing?On which user are you focusing? What are the key needs re: student success?What are the key needs re: student success? Who is the “owner” of this campaign?Who is the “owner” of this campaign?

Tips for Campaign Planning Identify and know your target audiencesIdentify and know your target audiences “Speak” to your audiences – people do things for their reasons, not yours“Speak” to your audiences – people do things for their reasons, not yours Use a message because it is effective, not just cuteUse a message because it is effective, not just cute Have a plan …revisit and revise oftenHave a plan …revisit and revise often Involve others … collaboration strengthens your program and recruits advocatesInvolve others … collaboration strengthens your program and recruits advocates Keep it simpleKeep it simple Evaluate so you can see resultsEvaluate so you can see results

Step 4 Table teams: (30 min.) Step 4: Turn benefits statements into your library™” messages

Benefits to Messages BenefitsMessages Information is available The right your library™ Key tools are available Tech it your library™ Help to fill skills holes your library™ Find things for me Find it your library ™ Page 32

Do your messages suggest a visual? LogoLogo Graphic designGraphic design Color schemeColor scheme

Top your library slogans not recommended by ALA 10. fool the security your library 9. find books that don’t your library 8. pull the fire your library 7. surf for your library 6. take a your library 5. download a term your library 4. your library 3. scan your your library 2. hack and your library 1. get lucky in the your library

Sticky wall arrangement for Step 4 UserServiceBenefit Need 1ServiceBenefit Labels Examples Need 2ServiceBenefit Need 3ServiceBenefit Message Page 33

Steps 5-6 Table teams: (30 min.) Step 5: Identify the vehicles to carry the messages Step 6: Schedule the messages/vehicles into a 3 year campaign Page 36-7

Vehicles Advertising: posters, flyers, newsletters, bulletin boards, signsAdvertising: posters, flyers, newsletters, bulletin boards, signs Direct marketing: special flyers, group messages, focused posters, guidesDirect marketing: special flyers, group messages, focused posters, guides Personal selling: meetings, presentations, interviews, coaching, advocacyPersonal selling: meetings, presentations, interviews, coaching, advocacy Sales promotions: expositions, contexts, coupons, ice cream social, pointsSales promotions: expositions, contexts, coupons, ice cream social, points Public relations: district newsletter, community paper column, TV show,Public relations: district newsletter, community paper column, TV show, Publicity: special event coverage, press releases, letters to editorPublicity: special event coverage, press releases, letters to editor Page 34

Brainstorming Vehicles Quickly brainstorm: Vehicles current used by the “owner”Vehicles current used by the “owner” Other vehicles that could be usedOther vehicles that could be used

Sticky wall arrangement for Step 5 UserMessage Need 1 Service Benefit Labels Examples Message Vehicle

Campaign Sequence Repeat some messages every year for: Students at a new grade levelsStudents at a new grade levels Teachers, principals new to the schoolTeachers, principals new to the school Teacher new to a grade levelTeacher new to a grade level New board membersNew board members New messages for: New materialsNew materials New servicesNew services New needs metNew needs metRemember: Your resourcesYour resources Your energyYour energy Focus on student successFocus on student success Keep it simpleKeep it simple Page 39

Sticky wall arrangement for Step 6 UserMessages N/S/B Msg #1Vehicle Msg #2Vehicle Vehicle Msg #3Vehicle

Steps 7-8 Implementation Step 7: Brainstorm Step 8: Brainstorm What human, material and other resources are essential to accomplish your campaign? What will you measure to see if your campaign is working? Page 43 Page 48

Team Reports Teams present one example: (30 min.) User + Need + BenefitUser + Need + Benefit MessageMessage VehicleVehicle ScheduleSchedule ResourcesResources EvaluationEvaluation

Where do you go from here?

Questions? Observations? Workshop Assessment Page 54

Every Student your library ™ Strategic Marketing for School Library Media Centers